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This Mountain-Top Archive Pop-Up Draws Adventurous Spirits

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The North Face Pop-Up, Italy

American outerwear brand The North Face's latest pop-up store sat at an altitude of 2,100m in Val San Nicolò in the Italian Alps, and was reachable only by foot. Consumers had to complete a two-hour hike to get to the space, where they could view coveted one-off pieces.

The move formed part of the brand's new Pinnacle Project celebrating exploration. The pop-up displayed an eight-piece archive collection of items worn and donated by famous adventurers and climbers such as Alex Honnold (US) and Simone Moro (Italian). All products were restored by The North Face and labelled with a personal message from each athlete that details the story of the product. For instance, "Antarctica Summit Series L3 Down Jacket worn by Alex Honnold, to protect the record-breaking climber from the cold of Antarctica on a recent expedition".

Visitors who reached the pop-up on foot had a chance to see and feel the items before making a bid in an online auction (accessible via the brand's website), with all proceeds going towards mountain preservation.

The pop-up was created by Dutch advertising agency First Day of Spring and ran for eight days from July 30. The space itself will remain in place indefinitely as a refuge for future adventurers. There are also two other Pinnacle Project pop-ups scheduled to open in Berlin and Manchester this autumn – they will carry selected items from the collection.

For more on endurance retail, see our report 2018: Look Ahead – Retail, in which we predicted that 2018 would see the rise of consumers being set increasingly difficult challenges to gain access to sought-after products.